MKT 400 Lecture Notes - Theory Of Reasoned Action, Balance Theory, Cognitive Dissonance
12 Dec 2012
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Document Summary
Cmkt400 - chapter 7 - attitudes: the power of attitudes. Functional theory of attitudes initially developed by katz and how attitudes facilitate social behaviour: they exist because they serve some function for the person; that is they are determined by a person"s motives. For marketers, it is important to know why an attitude is held before attempting to change it: attitude functions identified by katz: Utilitarian function related to the basic principles of reward and punishment. We develop an attitude toward a product if it provides pleasure or pain. Value-expressive function person forms an attitude towards the product not because of what it does but what it says about the person. Highly relevant in lifestyle analysis, expressive towards a particular identity. Ego-defensive function attitudes formed to protect the person either from external threats or internal feelings. Knowledge function some attitudes are formed as a result of a need for order, structure or meaning.
